The Costs Of Putting On A Gun Retreat? Priceless.

Imagine: You’re in the lobby of a 5-star hotel. You’re immediately greeted by smiling faces and handed a large tote bag full of swag — all in branding, of course. The guest of honor of the event is at registration to welcome you and ask if you have any questions. You’re not handed a sticky label “Hello My Name Is” badge, but rather a branded, magnetized and customized badge. You’re overwhelmed by the generosity and can’t wait to see what the next few days hold.

This was the beginning of the SIG SAUER ROSE Retreat held this past October in Chicago. A retreat meant to bring women together for a unique, shared experience of learning about personal safety — all under the watchful eye of the guest of honor, Lena Miculek, and support from the SIG PR and event marketing team. This “retreat” is an immersive experience with SIG SAUER meant to not only make each attendee comfortable shooting their SIG ROSE handgun, which was designed in collaboration with Lena, but to excite and empower them to be lifelong SIG SAUER ambassadors. And all it took was three days together. 

Female-Focused

An all-ladies event is nothing new, but having even the firearm and safety instructors be women is still relatively novel to the shooting industry. Lena personally spent a whole day showing each of the 30 women at the retreat her best handgun shooting tips and techniques — things she was taught by her instructors — and she didn’t hold back.

“Having a female instructor was invaluable to me,” shared Rebecca Pesmenski who works at Second Amendment Sports in McHenry, Ill. “I’ve been shooting for six years and having Lena say there is ‘no one way’ is important to hear. Some instructors out there say there’s only one way — which isn’t true. It’s based on your strength, on your body, your eye dominance and more.” 

Tina Hopson, who owns Hoosier Bullets and Training in Indiana with her husband, agreed. 

“I asked the owner of our local hunting and fishing store if I could borrow the SIG ROSE to show my ladies training groups. I let people shoot it and had three women buy the gun after shooting it with me,” she said. “I got nothing from it other than the pleasure of making sure these ladies were comfortable shooting. I told the store owner he should have a female firearms instructor in his store on the weekends, at the very least. Nothing against the men in the store, but they will sell them what they think they need and not tell them the benefits of a different firearm.” 

The power of an all-women group is not to be underestimated. Michelle Goff, a veterinarian technician from Crawfordsville, Ind., said she wanted to attend this ROSE Retreat to acquire more training, to meet Lena and spend time with like-minded women.

“It seems gun companies offer just one-day events, or even a few hours, with their local reps, and usually 75% of those classes are men. I think having a women-only event is very powerful. I don’t feel as awkward,” she shared. 

Building A Community

While the SIG ROSE Retreat took the “surprise and delight” motto to the nth degree, it doesn’t have to be this way to gather local women together. Hopson said she also told her local hunting and fishing store owner his atmosphere was “intimidating for women.” When he asked her how to change this, she suggested a ladies’ day. He agreed and let her run with it. 

“For the past three months, I’ve been reaching out to vendors, such as SIG SAUER, Smith & Wesson and others, to get swag and items to give these women. The store owner agreed to give all ladies 10% off one day only, including firearms. We’re simply trying to offer them firearms training in a comfortable environment,” she concluded. 

Pesmenski said her store in Illinois does offer private instruction, ladies’ nights, couples classes and is a female-forward store. 

“I appreciate SIG putting this retreat on as it shows women there is a place for them in this industry, because it is hard. It’s hard as a woman. Since the pandemic, we went from 10% women to about 50% women coming into the store,” she shared. “We have women who come just for the classes because they want a community they can’t find anywhere else.” 

Ashley Smith, who hails from just an hour north of New York City, is building a gun community from the ground up thanks to a new-build gun store she and her husband are tackling. 

“I was trying to figure out where I fit into this new business idea. I got my concealed carry for New York and have been trying to learn as much as I can. I think where I come in is for the women who want to learn about firearms. Women are going to come into the store and they are going to see me, not some big burly dude behind the counter, and they won’t be afraid to ask questions because I will say, ‘Hey, come in, let’s have coffee!’” she exclaimed. “Building a community is so important, which is why I’m trying to do it now for our store.”

Raising Confidence & Shattering Stereotypes

One aspect of the SIG ROSE Retreat is the underlying confidence-building that occurs from being surrounded by other capable women, being comfortable asking questions and being encouraged. 

“I’ve gained more confidence already just in this short time at this retreat and I can’t wait to get home to tell my friends and encourage them to learn more like me,” continued Smith. “I’m a PTA mom, I’m a Cub Scout den leader. I’m that person. But I’m also this person. We all have different backgrounds at this retreat. We all have the same fears and feelings, even if we came to this event from different roads.”

Cheryl Nissen, who builds homes with her husband in Toledo, Ohio, grew up shooting with her dad and now shoots with her husband. 

“It’s one thing when your husband is telling you something but it’s another when an eight-time world champion [Lena] is telling how you to shoot,” she remarked. “It is just different. I’m really enjoying the women I am meeting here. None of my friends are into shooting back at home. My husband wants to get into competitive shooting and maybe I will get into it, too.”

Creating Lifelong Customers

Perhaps the biggest takeaway from this three-day immersive experience was how excited each woman was to buy the ROSE (or a second version of it), more accessories or, frankly, all of the above.

These 30 women are now walking, talking ambassadors for SIG, which can be seen in the SIG ROSE Community on Facebook and on each of their social media channels. When these ladies were asked if they are purchasing because of the event, the overwhelming response was an enthusiastic “Yes!” 

“Oh, heck yeah I’m going to buy things,” Nissen nodded. “Are you kidding me? I already told my husband ‘I am buying the ROSE .380.’ I bought things before I even came to the retreat from SIG. But I need it all now.”

“Events like the SIG ROSE Retreat will motivate people to purchase,” agreed Pesmenski. “We see it in our classes at our store, where it empowers women to love shooting without their husbands there.We’ve seen them buy multiple guns. That’s what we like seeing versus the husband coming in to buy for their wife thinking ‘Oh, she’ll like this’ and she doesn’t. So, they come back and trade it in. And she doesn’t like that one and it’s a vicious cycle. Let them just pick it out themselves!” 

It’s difficult not to get excited about a company and staff who spent so much effort on the details of the event (See “Surprise & Delight” sidebar). 

 “I’m going to buy everything,” said Smith excitedly. “I got the green light, and I got the credit card. I already have the P365-XL, but I need to get the .380 after shooting it with Lena here.” 

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